The Goal: Determine relevant opportunities for Pitney Bowes in the health care space.
Additional Team Members: Two Researchers
Each team member individually conducted research on various topics related to health care, medical adherence, Pitney Bowes capabilities, etc. Relevant insights were captured on cards, and an affinity diagramming exercise was performed. Two main outcomes were developed from the results of this exercise. The first was a set of Industry Maps, which visually showed the types of parties involved in health care, and how information and money flowed between them. The second was 13 Themes of Need, which illustrated key needs from a patient's perspective.
The team also conducted interviews with a handful of medical professional and patients, who were employees.
The team then conduced a week-long bodystorming exercise. Each team member was assigned a condition that was known to have low levels of adherence to doctor's orders. We started the week with a visit with a doctor in the Pitney Bowes Medical Center who explained the diagnosis. I was diagnosed with diabetes, and for a week I had to follow strict orders in terms of diet, exercise, medication (placebo pills were used), and glucose monitoring. I kept a journal where I tracked each activity, evaluated my adherence, described why I did or did not succeed, and brainstormed ideas that would have improved my adherence.
All of the research up to this point had been based in suburban Connecticut. The team then spent a day in various neighborhoods in Manhattan, observing how locals and tourists went about their daily activities, noting any signs of how diet, exercise and other health-related aspects impacted their lives.
Out of all the research, a behavior model (pictured above) was created that represented a patient's journey with adherence, as it related to a single medical condition. We decided to create the model in the shape of a bowl of ice cream, due to the fact that lifestyle temptations, such a food, often played a key role. This model was further explained through a video that discussed key insights and illustrated several patient-focused scenarios.
Four opportunity areas were identified for the company, and posters were created to illustrate each.